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The last 18-year-old born in 2000 lands a lifetime supply of Harbin beer

The Anheuser-Busch InBev owned Harbin Beer gave one of the last people born in the last millennium a lifetime’s supply of free beer.

In a promotion conceived by Harbin and its agency BBH China, the brand tracked down twins Tian Jimo and Tian Jichu who had hit the headlines at the close of the last millennium. Jimo was born at 23:59 hours on December 31 2000 and her sister, a couple of minutes later on January 1 2001.

Figuring that Tian Jimo was the last person to turn 18 in China in 2018, the brand celebrated her coming of drinking age by giving her a lifetime supply of Harbin beer. The beer flows out of a customised tap with built in facial recognition technology which means it can only be operated by Jimo.

Speaking of how the activation was conceived Harbin’s marketing director Vicky Ma said: “We put ourselves in the shoes of those born at the end of the year and imagined how miserable it would be to watch most of your peers enjoy the official status of being legally allowed to drink. So we thought we’d make it up to the last person to turn 18 and give her a very special birthday gift.”

BBH China’s chief creative officer Arthur Tsang added: “How often do you see a brand direct all its attention to finding just one person? It’s a wonderful way for Harbin to cement its position as the beer for legal drinking age consumers, but also to celebrate a person with a truly unique status.”

Asked by Mumbrella if a lifetime supply was an invitation to alcoholism, Tsang said: “Lifetime supply means a controlled amount on a few key dates/milestones in her life including her birthday, end of exams with friends etc.”  

Incidentally, the twin born a couple of minutes later, did not land a lifetime supply of beer in spite of being celebrated as the first 18-year-old of 2019. Tsang said: “It was a bit of a case of “too bad” on the night. The one we really wanted to make it up to is Tian Ji Mo because of spending the year unable to drink. Tian Ji Chu will spend the year as the first to be able to drink, so there was nothing to make up to her.”

Credits:

Client: Harbin Beer

Agency: BBH China

Executive chairman: Arto Hampartsoumian

Managing partner: Elvis Li

Chief creative officer: Arthur Tsang

Executive creative director: Yinbo Ma

Group creative director: David Ding

Creative director: Selwyn Low, Darren Leong

Associate creative director: Penny Wang

Senior art director: Anfia Lin

Senior digital designer: William Lin

Copywriter:Vincent Xing

Social media editor: Jieshao Liu

Art director: Feng

Creative technology director: Neil Nand

Group account director: Scarlett Xi

Senior account executive: Logan Lo

Planner: Hubert Mou

Executive producer: Weisian Lee

Senior production manager: Ken Wang

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